STRATEGIC MANAGEMENT ANALYSIS

Wilson Sporting Goods - Case Study

Table of Contents

Analysis of Sports Industry UK1

Wilson Sporting Goods2

(Part - A) Market Environmental Analysis3

SWOT Analysis3

PESTLE Analysis7

Porter's Five Forces Model8

(Part - B) Strategic Fit Analysis11

Segmentation11

Targeting11

Marketing Objectives12

Marketing Strategies and Programs12

Marketing Activities (4 Ps)13

Final Recommendations15

Conclusion15

References17

Wilson Sporting Goods - Case Study

Analysis of Sports Industry UK

The modernization reform taken by UK sports has not been as widely accepted as all around the world. The organizational procedures and objectives have been the same over time, and there has been a minor change in the developmental concept of these.

The modernization of sports industry started 5 years back and now has taken over the proper grip with the modernization and precise competition in vertical industries too.

Although the UK government, shown disdain in respect to sports development in UK, but some of the policies formulated by them help the industry do develop at international levels.With the increasing trends in sporting activities and the developing trends of new generations, there has a hype created on the sporting equipment significant industry too.

The young generation has created the demand for the sporting equipments with endorsed brands and has developed a separate market for this category. There has been an increase 14% in demand for the sporting equipment in last 5 years, and the basic reason behind this is the increasing media activities, and the promotion of sports. People have now become more quality and brand oriented for their choice.

The market segmentation of sporting industry is very vague. The brands associated with the players are more in demand rather than the popular brands, but the mainstream brands are the mass deliverer of quality good in low prices. There are various sporting equipment manufacturing companies around UK as well as in world. All these have created their own brand image with the quality products that they are producing (Industry Sector Analysis of Sporting Goods, U.K. and Foreign Commercial Service, 1998).

In the U.K economy, the consumer purchases are down as the economy slows, therefore; almost all the sport equipment companies are going through this collapse. The Asian economic crisis also pose a threat for sport equipment companies, however, in the developing countries, the lifestyle is changing.

People are more conscious about their fitness and diet. A tremendous growth has been seen in the membership of fitness clubs. This remains a positive sign for companies to target this segment. Further, there is an increase in sales in athletic foot wear industry which has remained stable in the past several years. Sport equipment companies can cash on this stability by expanding its reach in the developing countries.

Wilson Sporting Goods

Wilson Sporting Goods is the world's leading manufacturer, marketer and distributor of the sports equipment. It primarily operates in Asia Pacific, Middle East, Africa, Americas and Europe. In the past decade, the brand has become widely recognized and financially strong. A strong brand allows expansion in the market share and prolonged consumer satisfaction.

The same has been the case with Wilson Sporting Goods. No doubt, the brand came across hard times ...